Descriptive Research Design: Survey and Observation

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Transcript of Descriptive Research Design: Survey and Observation

Descriptive Research Design: Survey and ObservationChapter OutlineA Classification of Survey MethodsCriteria for Evaluating Survey MethodsAdvantages and Disadvantages of Observation MethodsA Classification of Observation MethodsETHICS IN MARKETING RESERACHOverviewSurvey MethodsSurvey Methods Classified by Mode of AdministrationA Comparative Evaluation of Survey MethodSelection of Survey Method(s) Observation MethodsObservational Methods Classified by Mode of AdministrationA Comparative Evaluation of Observational Methods A Comparison of Survey and Observational MethodsEthnographic Research & Other MethodsInternational Marketing Research@marketingadeObservation MethodsInternationalMarketingResearchTelephoneTraditionalTelephoneComputer-AssistedTelephoneInterviewing(CATI)PersonalIn-HomeMallInterceptComputer-AssistedPersonalInterviewing(CAPI)MailMailInterviewMailPanelElectronicE-mailInternetTASKFACTORSSample ControlResponse rateUse of physical stimuliDiversity of Questions and Flexibility of Data CollectionQuantity of data-Telephone+PersonalInterviews-TelephoneE-Mail+Mall Intercept-MailE-Mail+In-HomeInterwiews-Telephone+In-HomeMail Panels-Internet+InterviewsSITUATIONALFACTORSPotential for interviewer biasCostControl of field forceControl of data collection environmentSpeed-MailInternet+Mall-InterceptCAPI-In-HomeInterviews+MailInternet-Interviews+MailInternet-Mail+TelephoneE-Mail-In-HomeInterviews+MailInternetRESPONDENTFACTORSObtaining sensitive informationRespondent controlSocial desirabilityPerceived anonymity of the respondentLow incidence rate-Interviews+Mail-Interviews+MailInternet-Interviews+MailInternet-Interviews+TelephoneInternet-TelephoneInterviews+MailInternetStructuredobservationUnstructuredobservationDisguisedobservationUndisguisedobservationNaturalobservationContrivedobservationMechanicalObservationPersonalObservationContentAnalysisAuditTraceAnalysisThey permit measurement of actual behavior rather than reports of intended or preferred behavior.

There is no reporting bias, and potential bias caused by the interviewer and the interviewing process is eliminated or reduced.

Certain types of data can be collected only by observation.

If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.The reasons for the observed behavior may not be determined since little is known about the underlying motives, beliefs, attitudes, and preferences.

Selective perception (bias in the researcher's perception) can bias the data.

Observational data are often time-consuming and expensive, and it is difficult to observe certain forms of behavior.

In some cases, the use of observational methods may be unethical, as in observing people without their knowledge or consent.